This course provides an overview of the human communication discipline. Students will be introduced to various topics within communication, including the rudiments of communication theory and a survey of communication contexts (e.g., interpersonal, small group, organizational, public, mass, and intercultural).
Advertising & Public Relations (BA) Curriculum
BA in Advertising and Public Relations (27 Credits)
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Basic concepts of public relations; case studies; the tools and media used in communication with the public
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Basic principles of advertising and their role in media and society. Includes advertising environment in the 21st Century, agency and client relationships, consumer behavior, ethics, and the role of research, creative appeals, and media selection in advertising effectiveness. Study of the organization of the advertising profession.
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Elements of the marketing functions in bringing an organization’s goods and services from the producers to the consumer
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This seminar focuses on conceptual audience outreach models for strategic communications using digital media platforms. Students will identify a media product and develop a sustainable plan for its distribution and measurement using industry tools such as Google Analytics, as well as Nielson and Arbitron for audience analysis.
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The role of strategy in the creation and design of advertising. Writing effective copy for print and broadcast media. Prerequisites: ADV 301, ENG 111. ART 205 recommended.
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Beginning with Aristotle, this course provides a historical perspective on how persuasion has evolved to modern times. Emphasis on factors such as attention, perception, needs, values, and credibility. Practice in presentation of persuasive oral and written communication. Emphasis given to persuasive campaigns. Prerequisites: COM 201 and either SPE 101 or COM 104.
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Introduction to public relations and advertising research methodology. Includes planning, measurement, evaluation, and reporting of results. Prerequisites: ADV 301, COM 390, and MAT 152 or permission of the instructor.
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Capstone course emphasizing the planning and creation of advertising campaigns. Students will complete and present a multimedia advertising campaign. Prerequisites: COM 390, ADV 301, ADV 401, and ADV 484 or permission of the instructor.
Advertising Track (15 credits)
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An introduction to the many tools involved in the creation of professional design problems including the Macintosh platform. Students will evaluate the assignments and solve these problems using the appropriate tools. A strong focus will be placed on technology and professional presentation skills. Computer software, one-, two- and four-color printing, and the artistic processes of graphic design will be explored.
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Planning, execution, and control of advertising media programs. Fundamental characteristics of the media. Buying and selling process. Techniques and methods used in advertising media planning process. Prerequisites: ADV 301, and MAT 152 or permission of the instructor.
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Major theoretical and managerial issues in international advertising and advertising directed at cultural minorities within countries.
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Critical examination of the impact of advertising on society and culture. Advertising’s role in the formation of trends, social habits, and other patterns of behavior as they pertain to multiple groups within society. Prosocial uses of advertising will also be discussed.
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Studies in the current laws governing the mass media. Role of the FCC, libel, privacy, and First Amendment issues.
Advertising Track Electives ( 3 credits)
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This second course in graphic design will concentrate on contemporary design principles and thought. Effective use of typography as a basis of high-quality graphic design will be explored. In addition to gaining technical fluency in the Macintosh desktop publishing process, the student will be required to complete projects with substantial focus given to design as well as technical skill. Interaction with fellow classmates will be fostered and employed as a resource in the conceptual and technical processes.
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Advanced television production techniques including electronic editing, special effects, and electronic field production. Completion of an individual creative project is required. Prerequisites: COM 204 and COM 214.
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Practical experience in advertising in a professional setting. CR/NC grade; unpaid internships only. Prerequisites: Senior standing (90+ credit hours); approval of Advisor, Department Chair, and Dean.
International Advertising Specialization
Students desiring a specialization in International Advertising must add COM 304, Intercultural Communication. Students who are not proficient in a second language must also add a foreign language. The internship can be done abroad. Internships done overseas must be supervised by the School of Business as BUS 441 or 442.
Public Relations Track ( 15 credits)
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Covers the fundamentals of modern journalism, both writing and production. Students learn about writing styles for specific types of articles, copy editing and proofreading, typography, page make-up, advertising, and journalism ethics. This course may be taken concurrent with or after completion of ENG 111 or its equivalent.
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This course focuses on how the theory and practices of crisis communication are used to strategically manage problems that impact an organization’s reputation and public image. Students develop practical competence through analyses of case studies, group discussions, and the preparation of scholarly papers. Prerequisites: SPE 101 or COM 201.
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Application of principles of speech communication in the presentation of informational reports, conference management, and interviewing. Prerequisite: SPE 101.
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This course focuses on the nature and functions of communication in organizational settings. The course seeks to provide students with an understanding of the concepts and methods needed to assess and improve the nature of communication processes in organizations. Prerequisites: Junior or Senior standing.
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ENG 362 Magazine Article Writing (3) or
ENG 364 Multimedia Writing (3) or
ENG 374 Writing for the Internet (3)
Advertising Track Electives (3 Credits)
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Advanced television production techniques including electronic editing, special effects, and electronic field production. Completion of an individual creative project is required. Prerequisites: COM 204 and COM 214.
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Studies in the current laws governing the mass media. Role of the FCC, libel, privacy, and First Amendment issues.
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Practical experience in communication in a professional setting. CR/NC grade; unpaid internships only. Prerequisites: Senior standing, good academic standing.